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论文编号：	10377
作者编号：	2120162801
上传时间：	2018/12/6 10:54:03
中文题目：	丹东升泰乳业有限公司新产品营销组合策略研究
英文题目：	The study of the new product Marketing mix strategies of Danton Sun talent Dairy Co., Ltd.
指导老师：	韩德昌
中文关键字：	丹东升泰乳业有限公司；新产品市场定位；新产品营销组合策略
英文关键字：	Danton Sun talent Dairy Co., Ltd., New product market positioning, New product marketing mix strategy
中文摘要：	近二十年来，中国乳品行业快速增长，尤其是以“内蒙古伊利”和“内蒙古蒙牛”为代表的北方乳企，在常温奶包装技术开始进入中国的背景下，依托适宜奶牛生存的气候环境和充足的低成本饲料来源，实现了市场渠道的快速扩张和销售额的高速增长。曾经依托城市“菜篮子工程”得以生存，以低温鲜牛奶和低温酸牛奶为主打产品的区域型乳品企业，无论是企业规模，还是盈利能力，都落后于以常温奶主力产品的全国品牌乳制品企业。全国1500家乳制品企业中，日产量在100吨以上的大型企业只占5%，日产量达到50吨-100吨的约为40%，其余的55%的企业日产量多为20吨左右。但恰恰是这些小规模的所谓的“地方区域性乳品企业”给绝大多数城市居民提供了更适合人类饮用的“巴氏杀菌奶”。虽然这些小规模企业的规模和成长性远远低于行业平均水平，但在低温奶市场，这些企业却处于市场领先地位。伴随着中国城市化的进程，城市人口数量的增长，居民收入的提高和消费者认知水平的成熟，巴氏杀菌奶的市场需求增长进入“快车道”。在此在环境下，已在常温奶市场取得绝对优势的如“内蒙古伊利”和“内蒙古蒙牛”等全国性大品牌企业开始大举进军低温奶市场，规模较大的一、二线城市区域乳制品企业如“北京三元”“石家庄君乐宝”“辽宁辉山”也开始侵蚀规模更小的地方品牌乳制品市场。本文拟通过对一个地方区域性乳品企业的整体分析，研究企业如何在激烈的市场竞争环境下通过制造业与服务业融合，保持品牌优势和市场领先地位，寻找更好的生存发展机会。本文的内容有：1、企业的市场机会分析，包括宏、微观环境分析，企业竞争地位分析，购买者行为分析。2、企业如何选择目标市场，包括市场细分、目标市场、市场定位等。3、重点研究新形式下如何进行营销策略创新和确定新产品7Ps营销策略。4、策划市场营销活动以保证新产品7Ps策略执行。5、结论：7Ps营销策略创新是区域型乳制品企业生存发展的新机遇。
英文摘要：	Over the past 20 years, the dairy industry has witnessed a rapid growth, especially those northern dairy enterprises like Inner Mongolia Yili industryco.,Ltd and Inner Mongolia Mengniu industry co.,Ltd . In the background of the technology of milk in normal temperature package entering China, the companies make the quick expansion of market and increase of sales possible under the support of suitable living environment for cows and sufficient sources of feed with a low cost. They once relied on non-staple food supply project to survive as regional dairy enterprises and their main products were low temperature fresh milk and low temperature yogurt. Both their size and profitability were left behind by other national dairy enterprises whose main product is normal temperature milk. There is only 5% of all the 1,500 dairy enterprises whose daily output are over 100 tons, while 40% are 50-100 tons and the rest are about 20 tons a day. However, it is those so-called small-sized regional diary enterprises that provide residents with pasteurized milk which is safer and better for people. Although the size and long-term potential of those small-sized regional diary enterprises are below average in the field, they are in the leading position in low temperature milk market. With the further development of Chinese industrialization, population in the city explodes, income of residents rises and cognitive level of consumers become higher. As a result, the demand for pasteurized milk increases significantly. Under this circumstance, the national brands such as Inner Mongolia Yili industry co.,Ltd and Inner Mongolia Mengniu industry co.,Ltd who have already gained absolute advantages in normal temperature milk begin to enter low temperature milk market. Some larger-sized regional dairy enterprises in first and second tier cities like Beijing Sanyuan industry co.,Ltd , Shijiazhuang Junlebao industry co.,Ltd and Liaoning Huishan industry co.,Ltd also start to take up the market of smaller-sized regional dairy enterprises. This essay aims at studying how to keep brand advantage and leading position in the market and look for better chances of surviving by combing manufacturing and service industry in the intense competition of market economy through comprehensively analyzing the case of one regional diary enterprise. Following content will be included: 1, the analysis of market opportunities of enterprises including macro and micro environment, competitive position and consumer behavior; 2, how to select a target market for enterprises including market segments, target market, market positioning etc.; 3, primarily study how to create innovative marketing strategies and finalize next product launch of 7Ps’ marketing strategy under new situation; 4, scheme marketing campaigns to ensure the enforcement of the strategy for the new product 7Ps; 5, coming to the conclusion that 7Ps marketing strategy innovation is the new opportunity for the survival and development of regional dairy enterprises.
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